The Tourism Authority of Thailand (TAT) is spearheading both its global marketing initiatives, including the redesigned Amazing Thailand campaign’s logo, to boost the positive image of Thailand, positioning the country as a quality leisure destination, and domestic marketing initiatives; such as, the creation of regional value proposition to entice Thai and foreign tourists to discover the many amazing stories in Thailand.
In 2015, the Thai tourism industry hit the highest record in its history, receiving tourism revenue of 1.4 trillion Baht or a 23 per cent year-on-year increase, and attracting 29.8 million international tourist arrivals or an increase of 20 per cent over 2014. The number of domestic trips reached 138.8 million, generating revenue of 790 billion Baht.
Building on this success, TAT announced the repositioning for the country’s tourism branding, replacing it with a new strategy to focus on promoting the kingdom as a “Quality Leisure Destination through Thainess” to enhance traveller expenditure, the average length of stay, and the overall quality of the traveller experience rather than the number of tourists.
